BALAJI KHICHIYA PAPAD
2025
Strategy, Brand Identity,
Nomenclature, Positioning,
Packaging Design,
Typography & Illustrationy
A taste of home, now packed in a box by Balaji Wafers.
Balaji Wafers, a name that echoes in every Indian home, wasn’t looking to reinvent the wheel. They wanted to honour it. Balaji has always been about bringing familiar flavours to the forefront, across age groups and occasions.
Khichiya Papad, a crunchy companion to steaming khichdi, a sidekick in thalis, a standalone snack with a squeeze of lime, has always had a quiet place in our kitchens. But in this box, it gets a louder one.
Balaji Wafers wanted to take this humble side dish and give it a front-row seat. Something that could sit proudly on shelves, look as good as it tastes, and still carry the comfort of home.
The brief was simple, but layered: Create a design that resonates with the older generation, who grew up eating it hot off the pan. And with the younger one, discovering it between meals. It had to feel grown-up without being dull. Nostalgic, but not old-fashioned. Something that could sit proudly on a modern shelf and still feel like home.
Kix Peanuts
2022
Magic Bites Pvt. Ltd.
(Hyderabad, India)
Packaging Design, Illustration
When Peanuts Steal The Snacking Show
KIX Peanuts set out to revive an old snacking favorite with a bold new twist. While flavored peanuts are often overlooked on shelves, KIX aimed to change that with a lineup full of spice, crunch, and personality.
Launching with three variants — Salted, Masala, and Coated Peanuts — the brand needed packaging that would match its playful, adventurous vibe. The goal? Make each pack pop and turn a classic into a must-grab snack.
Each flavor was given a distinct color and personality: a calm purple for Simply Salted, fiery red for Mighty Masala, and energetic orange for Crispy Coated. These choices weren’t just visual — they helped instantly communicate flavor and mood at first glance.
Who said peanuts
can't be fun?
We set out to challenge the perception of peanuts as boring or outdated. By designing packaging that reflected KIX's quirky personality.
We wanted every aspect of the packaging to celebrate the unique personality of each peanut variant. From bold colors to quirky Nutty stories
It’s simple, it’s classic,
The vibe, Extreme salty chill mode.
Our salty peanut is living its best life taking a bubbly salt shower in the cozy embrace of a peanut shell.
One that knows the importance of a good makeover. Our coated peanut and its squad are having a blast in a chickpea flour pool, getting prepped for their ultimate crunchy debut. It’s fun, and absolutely delicious.
Brought to life by
DIB Creative Studio & magic Bites Pvt. Ltd.
Project Credits
Concept & Creative Direction
Pankti Sheth, Chirag Trivedi, Sahil Bhojani, Dhavanshi Shah
Art Direction
Dhavanshi Shah
Project Operation & Management
Mitlesh Solanki
Founder led Collaboration
Akash Patil (Founder & Director)
Illustration
Dhavanshi Shah
Motion Garphics
Priyal Vora
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the designs had one mission
make every pack irresistible.
What happens when you mix masala with Bollywood drama?
You get our hero peanut, riding in a rugged Thar Jeep, determined to woo its love waiting on a balcony. It’s bold, fiery, and irresistibly spicy just like this flavor.
